Humans Not Robots to Unveil Advanced Solutions for Sustainable Media Technology at IBC2025

York, UK, 5th August 2025 – Humans Not Robots (HNR), a pioneering provider of sustainable media technology solutions, is delighted to announce its participation in IBC2025. At the leading event, HNR will showcase its latest innovations aimed at transforming digital infrastructure management through enhanced efficiency, sustainability, and cost-effectiveness.

This year, HNR will showcase notable advancements to its award-winning platform, HNR to ZERO, which provides data-intensive organisations with tools to optimise operations, reduce environmental impact, and comply with evolving global sustainability mandates. Featuring new cutting-edge capabilities like real-time visualisation, data enrichment, and scenario forecasting, the platform underscores HNR's dedication to delivering sustainable and scalable infrastructure.  

"Our platform is driving real-world impact, and at the show, we’re excited to showcase how initiatives like the ESA-backed 5G-EMERGE project, Greening of Streaming, and major European telecom providers are leveraging HNR ZERO to embed sustainability into their digital operations,” states Kristan Bullett, CEO at HNR. “Through AI-driven optimisations, we’re helping them achieve their sustainability goals, transform the way they operate, and build a more efficient, eco-friendly future—delivering tangible results while significantly reducing costs."

ECOFLOW II Project and IBC Accelerator Programme

Together with partner Accedo, HNR is proud to co-lead the ECOFLOW II project, one of only eight initiatives selected for this year’s prestigious IBC Accelerator programme. Building on the success of last year’s ECOFLOW project, this collaboration addresses critical sustainability challenges, including limited data accessibility and engagement in carbon reduction efforts across the M&E industry.

The ECOFLOW II consortium, led by major industry players including British Telecom, ITV, Channel 4, Accedo.tv, IET, and the European Broadcasting Union (EBU), will present their findings during the Future Tech Stage session on Friday, 12th September, 16:30 – 17:30, in Hall 14. This initiative represents a collective stride toward developing future-proof, environmentally conscious workflows tailored for digital media operations.

Featured Innovations at IBC2025

Visitors to IBC2025 will have the opportunity to explore the expanded capabilities of HNR to ZERO, which now integrates even greater precision in power measurement and modelling. Attendees can learn how these advancements enable businesses to enhance their Quality of Impact (QoI) by aligning operational KPIs, such as energy use and costs, with sustainability goals.

Key enhancements include:

• High-fidelity direct power measurement from on-premises data centres and home environments to ensure accurate and verifiable data.  

• Scenario modelling and real-time forecasting to inform cost-benefit analyses and resource allocation decisions.  

• Dynamic visualisations and attribution tools, offering actionable insights into costs and environmental impact on granular levels.

"Our industry is at a critical turning point in adopting sustainable practices, which makes solutions like HNR to Zero essential in helping organisations achieve their environmental and financial goals," said Bullett. "HNR’s solutions are built with Quality of Impact (QOI)—a term we’ve coined—at their core. This empowers our customers and partners to drive meaningful innovation while prioritising sustainability, reducing costs, and minimising carbon footprints. We’re excited to continue to contribute to the industry and drive progress toward a more sustainable future at IBC2025.”

Where to find HNR at IBC2025

HNR will be present at several key locations during IBC2025:  

• The Flint Green Line: The HNR team will travel sustainably from London to Amsterdam on a dedicated Eurostar carriage, which they sponsor. This industry-wide initiative offers IBC attendees a sustainable travel option to reach IBC2025.

• ECOFLOW II: At the Accelerator Zone, Hall 14, Stand 14.A21, HNR will showcase the second year of ECOFLOW as part of the IBC Accelerator Program.  

• European Broadcasting Union (EBU) stand1 0.D21, Hall 10: as part of the 5G-EMERGE project, where HNR plays a pivotal role.

• Merapar, Stand 5.A37, Hall 5: Visitors can contact HNR to meet at their partner's Merapar stand.

Companies aiming to reduce infrastructure costs and optimise deployment can schedule a meeting with HNR for IBC2025 here: www.humansnotrobots.be/insights/meet-humans-not-robots-at-ibc2025

About Humans Not Robots (HNR)

HNR is a trailblazing provider of sustainable media technology solutions, helping businesses reduce carbon emissions and costs from their technology footprint. Its flagship offering, HNR to ZERO, is an advanced analytics platform designed to help data-heavy companies optimise their technology operations for more sustainable and efficient business practices. The platform delivers operational and financial observability across an organisation's digital infrastructure, enabling businesses to measure and better understand their power usage, costs, and time. With HNR to ZERO, companies across industries, including media, gain actionable insights and forecasting data to comply with sustainability reporting mandates and ESG governance. Learn more at www.humansnotrobots.com

For press inquiries, please contact:

Kristan Bullett, CEO – Humans Not Robots  

Email: kristan@humansnotrobots.com  

Phone: +44 (0)7899 795937

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